CBS is launching a refresh of its brand identity, adding audio and visual cues while retaining well-known elements like the CBS Eye logo.
The refreshed logo and cues began rolling out this week ahead of the fall season and will be featured during CBS News' election coverage and next year's Super Bowl broadcast.
The agency Gretel developed the refresh alongside CBS president and CMO Mike Benson. Itincludes an animated take on the CBS Eye and a five-note audio cue derived from the "this is CBS" voiceover slogan.
The company is also planning to lean into the CBS brand name to make sure it stands out in a TV and video landscape that is heavily fragmented.
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